by Joel B. Payne and Bernard Burtschy
The French wine and spirit giant Pernod Ricard plans to launch the world s most expensive champagne in order to bypass the luxury category currently monopolized by Roederer Cristal, Krug and Moet & Chandon s Dom Perignon. Where these champagnes retail for 200 to 300 Euros, the new product will cost 1.000. At a recent board meeting Patrick Ricard indicated that the new brand would be introduced in a small, exclusive run as a special edition of Belle Epoque, the prestige cuvee of his company s Perrier Jouet brand. After the launch of a new luxury Cognac earlier this year, it would appear that Pernod Ricard is intent on expanding the top end of its portfolio.
